Social Media called PATH - Assignment Example

Path What is path? PATH is a mobile device, social networking service for sharing messages and photos. Its founders Dave Morin (former senior platform manager Facebook), Dustin Mierau (Macster co-creator) and Shawn Fanning (Napster co-founder) launched he service on November 2010. Path allows its users to share their content with family and close friends up to one hundred and fifty contacts.How to use itPath users can update their streams by posting pictures and tagging things, places and people.

A user is restricted only to 150 friends to ensure selection of only those people with high-quality connection to the user. The decision to have limited contacts was based on psychological research findings that prescribe that people have a limit for workable social connections. In addition, there are limitations imposed together with the provision for users to personalize how they share each post to facilitate greater personal information sharing by ensuring it is confidential to the user’s social inner circle contacts.

Operant conditioning theory comes in use in that the users’ minds have to adjust to maintain the ideal ethics while socializing; any failure to follow the social ethics risks the account termination.In effect, Path was intended to accompany other social networks such as Facebook and not as a destination website.About their marketingWith too many social networks in the market, Path faces a great challenge upfront. Nowadays market favor only rigorous business minded entrepreneurs (Quester et al. p. 35).

Many people are already contented with the social network they use so economic model of information search is handy. However, path has come up with a prudent tactic to lure more users using expectancy value theory. They intensify on the issue of having not to keep on managing friend list as with Facebook, so they ask you to join for a world of easy connection with people close to you.Path as a social site is primarily designed for a few friends. It was launched back in 2010, and was the only social media likely to grant Facebook an overwhelming challenge.

However, the reputation in the market has been deteriorating and they have to get back into the market and utilize variety of marketing theories and convince people to use their software. Being concerned about the consumer should be the first priority in marketing of the social site. The consumption theory dictates that the management team should be aware of the needs of the consumers prior to making decisions. Motivational theories puts it that the social site user must be attracted by a certain motivational factors as privacy of the information and free accessibility of the site, a concept path has failed to utilize in order to compete with other social media.

Path has failed in many angles when it comes to marketing issues Quester et al., pg. 12).It remains very critical to conduct a comprehensive marketing mix to know the desires and needs of the target group. They need to keep on rolling products that favors the consumer, as the cognitive theory states about the impacts on consumer memory. Even as they advertise for their services, involvement theory is critical so that the clients can retain recall of the information. Utilization of the persuasive theory would make more people have a desire to access the site and learn the services on offer.

Consequently, Path has to come up with other features to entertain its users. Personality theory in marketing says that every person has a thing that triggers emotional effect within, hence leading to continuous use of the product. Additionally, the concept of reinforcement and rewards in Operant Conditioning ensures the adopted behavior persists. The clients want services that are more entertaining and Path has to be creative enough.Work citedQuester, Pascale G, Simone Pettigrew, Foula Kopanidis, Sally R.

Hill, and Del I. Hawkins. Consumer Behaviour: Implications for Marketing Strategy. , 2013. Print.